After enjoying nearly three years writing monthly columns in the paid search channel at Search Engine Land, starting tomorrow (Friday), I'll be writing a column every other week at ClickZ.

For Search Engine Land I wrote 37 columns, starting with one about paid search "slaying dragons and back-checking" and getting little respect in return. In open forums no one wants to discuss the unsexy channel - they just quietly do it in real life, because the digital economy basically revolves around it. Beginners will still mis-prioritize efforts and risk wrecking their companies by installing costly Meatball Sundaes.

Whether it be at Search Engine Land or ClickZ, or at conferences and seminars, whether it be in discussions of tactics or high level budget strategy conversations, my goal remains: dissuading companies from installing those costly Meatball Sundaes to the exclusion of making performance marketing work for their bottom line. There is nothing wrong with spending heavily on "the basics". "The basics" also don't "just work" for just anyone. They aren't "tried and true" unless you try and try and try, and make them true. There is nothing turnkey about paid search and related basics.

The latter, ClickZ, was founded in 1997 by Andy Bourland and has channels for every aspect of digital marketing. Increasingly, under the rejuvenated stewardship of Incisive Media, it is the flagship brand for content about digital marketing and strategy. It's also finding its way out onto the conference circuit, underscoring the importance of integrated digital strategies moving forward.

Search Engine Land, the "upstart" search marketing publication, was founded under the rubric of Third Door Media by Danny Sullivan and partners about three years ago, and has done phenomenally well ever since that time. Danny Sullivan is of course no upstart in that he, for all intents and purposes, launched the whole idea of tailored conferences and trade publications in the search marketing industry back around the same time ClickZ was getting founded. If you have to look up who Danny Sullivan is, that must mean you're new to the business. Tip: Danny is not a race car driver.

I'm excited to join the ClickZ team. Friends and colleagues I respect have been writing there for many years, some nearly since inception -- Bryan Eisenberg being a shining example. Debbie Weil is one friend I recall writing some pioneering stuff on ClickZ. A column called "to blog or not to blog" was written in 2001! I'm not sure how some of the current crop of experts get away with recycling Debbie's material :).

As the focus of ClickZ leans towards the agency and bigger-company crowd, I'll try to move in a slightly more strategic direction. The column, appropriately, will be called Paid Search Strategies.

My Page Zero Media colleague, Mona Elesseily, is still going strong at Search Engine Land in the paid search channel. I'm pleased to note also that Matt Van Wagner, a good friend, has joined the SEL columnist roster to add his experience to the paid search channel.

On today's PPC Rockstars segment with David Szetela, I'm on with Kevin Ryan and Mary O'Brien to ask why the heck all the industry banter is still about SEO. Not that we're whining or anything! Have a listen here at Webmaster Radio.